On October 9, 2026, as part of a company visit organized by the Center for Career Services, a group of 15 JCU students was invited to Hotel de Russie, one of Rome's five-star luxury hotels, to discover what goes into creating an exceptional guest experience.
The visit began with a tour of the hotel led by Recruitment Manager Lapo Scarlatti. Designed in the early 19th century by Italian architect Giuseppe Valadier, the historic building once housed Italian broadcaster RAI. Today, it is part of the Rocco Forte Hotels group.
For Business Administration student Romeo Chukwuonye, the tour highlighted how each element contributes to the hotel's overall positioning: “Every space reflected a thoughtful approach to creating an environment where guests can relax, explore, and enjoy their stay. One detail I particularly appreciated was learning that the restaurant welcomes visitors who are not staying at the hotel, extending the guest experience beyond those who booked a room.”
After the tour, students learned more about Rocco Forte Hotels, its portfolio, and the philosophy behind the brand, which is built around three pillars: Family, Heritage, and Individuals. The presentation explored how these values shape business decisions, allowing each hotel to adapt to its destination and audience while maintaining a consistent brand identity across the wider portfolio.
Students explored the business considerations behind luxury hospitality, including pricing strategies, guest demographics, and market positioning. These decisions are closely connected: understanding a hotel's target audience helps determine how it presents its services, sets its prices, and differentiates itself from competitors.
Students also learned about the group's internship programs and its efforts to improve working conditions and career prospects in the hospitality industry. Recognizing the challenges associated with low salaries and work-life balance, Rocco Forte Hotels is investing in employee development and career progression.
For Psychological Science student Jessica Bryant, one of the main takeaways was the importance of the people behind the guest experience: “You can design beautiful rooms, but you cannot script a welcoming atmosphere. It is developed through selective recruitment and investing in the people that bring it to life.”
